More and more new commercials promoting Hungarian products are being made

Published: 31 March 2022

The proportion of new commercials promoting Hungarian products increased to almost nine percent in the second half of last year, according to a new document adopted by the Media Council of the National Media and Infocommunications Authority (Media Authority) at its latest meeting. The Council announced the winner of the tender procedure for the use of the Budapest 98.0 MHz media service facility.

Most new advertising spots are linked to the commercial sector

At the meeting, the Council approved the latest study on new television advertising spots, published in the second half of last year, in which the authority examined the programming of seventy-eight television channels. 3329 new spots were presented, which were repeated more than 4.4 million times. Compared to the same period in 2020, disregarding the average number of repeated airings of new commercials, the figures for all indicators increased: the total number of commercials per channel was more than 105 thousand compared to nearly 98 thousand previously, whereas the total number of new advertisements per service provider increased from nearly 54.5 thousand to almost 57 thousand, and the number of new commercials per channel increased from 39 to 43. The share of advertising spots promoting distinctly Hungarian products and services within new advertisements continued to increase: from 6.7 percent to 8.6 percent.

The commercial sector dominated with 42 percent, followed by pharmaceuticals with 12 percent. The years-long decline in the share of the leisure (recreational) sector has come to a halt, with a share of 9.8 percent, significantly up from 6.6 percent last year. It is important to note that 23 percent of the advertisements in the commercial sector mentioned at least one specific food product: if these were included in the food sector, it would have the second highest share at 15 percent, while now it stands at 5.3 percent, at fourth place. 37 percent of the commercials analysed promoted products and 61 percent promoted services.

The share of commercials targeting minors fell slightly from 5.1 percent a year earlier to 4.4 percent. Almost 86 percent of these advertisements appeared on a children’s channel and 88 percent promoted different toys. There were only three different food advertisements specifically targeting minors, promoting cocoa powder, chocolate and pudding.

The winner of the Budapest 98.0 MHz frequency tender

Match Point Official Kft won the tender for the community use of the Budapest 98.0 MHz media service facility with a regional reception area.

The full agenda of the Media Council's weekly meetings can be found on the Council’s website, as can the Minutes of the meetings and all decisions and resolutions – the most recent of which will be made public after the necessary authentication and administrative lead time.